Sol appoints Leithal Thinking to brand task

Leithal Thinking, the brand consultancy owned by The Leith Agency, has been appointed to develop a brand strategy for the Mexican beer Sol.

The agency won the business following a competitive pitch against an undisclosed agency. It is not clear if the existing agency, CDP Travis Sully, was involved.

Coors, which markets and distributes Sol in the UK, already works with The Leith Agency. The brewer moved its £7m Carling account out of the London office earlier this year, but Leith still works on the Coors and Grolsch brands, and Blonde Digital, its digital communications agency, is handling digital work for Grolsch.

Sol is owned by Mexican brewery Cerveceria Cuauhtemoc Moctezuma, part of the giant Mexican drinks company Femsa. Coors, the UK subsidiary of Molson Coors, took over UK distribution and marketing for Sol and its sister brand Dos Equis last year (MW May 12, 2005) after specialist drinks distributor Ubevco shut up shop.

The appointment is the second big win for Leithal Thinking, which was set up in 2005. Its first was a brand repositioning task for iconic British crisp brand Golden Wonder, after it was purchased by Northern Ireland snacks company Tayto. The Leith Agency was subsequently appointed to handle Golden Wonder’s advertising.